An NBA sign is seen at the third China International Import Expo (CIIE) in Shanghai, China, on Nov 5, 2020. (PHOTO / REUTERS)

SHANGHAI - Chinese fintech giant Ant Group said on Tuesday it had entered a strategic partnership with the NBA league in China that would see the two cooperate in areas such as video content, program broadcasting and membership.

Fans in China would have access to NBA video content on Alipay, the hugely popular payments app owned by Ant Group, the company said in a statement.

The collaboration with the professional basketball league's Chinese business arm will also cover areas such as joint marketing campaigns and digital collectables, Ant Group said.

This undated file photo shows Ant Group's booth at an expo in Hangzhou, Zhejiang province. (LONG WEI / FOR CHINA DAILY)

NBA China last week launched a channel in Alipay that shows user-generated content from NBA China's network of influencers and Alipay's authorized content creators, Ant Group added.

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The NBA is one of the United States' most popular cultural exports to China and makes hundreds of millions of dollars a year from its presence in the Chinese market.